Seoul/Cupertino – The rivalry between Samsung and Apple just got spicier. Days before the launch of Apple’s highly anticipated iPhone 17 series, Samsung rolled out a fresh ad campaign poking fun at Apple for still sticking to the “same old flat iPhone” design, while promoting its own Galaxy Z Fold 7 as the future of smartphones.
Foldables vs. the “Flat” iPhone
In the campaign, Samsung contrasts its foldable innovation with Apple’s rectangular slab-shaped iPhones, implying that Cupertino is lagging behind. Reports suggest Apple’s first foldable iPhone may not arrive until late 2026, giving Samsung plenty of time to dominate the foldable market.
Galaxy AI Takes a Swipe at Apple
Samsung didn’t stop with hardware. The company also spotlighted its Galaxy AI features, taking a subtle dig at Apple’s limited AI rollout. While Apple users recently gained features like Image Playground, Samsung showcased “Sketch to Image”—a tool that turns rough doodles into AI-generated visuals. The message: Samsung isn’t just experimenting with AI; it’s making it useful for everyday life.
A History of Playful Jabs
This cheeky rivalry is nothing new. Over the years, Samsung has mocked Apple for removing headphone jacks, shipping iPhones without chargers, and even introducing notches. The tactic divides opinion—some call it petty, others call it genius marketing—but it undeniably sparks conversation.
The Irony of It All
In a twist of fate, Apple’s rumored foldable iPhone could end up using Samsung’s own display panels. That means the very company trolling Apple for being “late to the foldable party” might supply the key technology for Cupertino’s debut device.
The Verdict
For now, Samsung has the bragging rights in both foldables and AI innovation—and it isn’t shy about reminding Apple fans. Whether this playful jab will sway buyers ahead of the iPhone 17 launch remains to be seen, but one thing is certain: the Samsung-Apple rivalry is alive, sharp, and entertaining as ever.